Net Promoter Score is a mechanism that collects consumer feedback by asking the question: How likely is it that you would recommend [brand] to a friend or colleague? Memorial Hermann uses Net Promoter Score to measure consumer sentiment across a range of online experiences. “We can get a gauge whether or not patients are satisfied with their experience with a metric that is comparable across industries, and across competitors inside our industry,” said Kelly McCormick, Director of Web Strategy and Digital Marketing at Memorial Hermann, in a recent eHST article.

Patients are consumers. They want convenience—especially online. They expect it, and when they don’t get it, they don’t like it. When they don’t like it, they may tell other people. If they’re really upset, they may use the large megaphone known as the Internet to tell the world. Wouldn’t it be great if they told you, their health system, so you could fix the problem?

Net Promoter Score, introduced by Bain & Company in 2003, is one way to listen to the voice of the customer. Major health systems have used it as a way to cultivate a patient-first culture and improve clinical care. Others, like Memorial Hermann, use it to drill down to specific aspects of customer experience online. Here, we’ll look at some examples, and suggest some ways health systems could improve overall brand perception by improving specific aspects of their websites.

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